Marketing Innovation

This program is designed to provide executives who already have deep technical or functional experience with a thorough review of key marketing concepts as they relate to new innovations and new products. This course also covers new digital techniques and the evolution of marketing as a data-driven science.
Marketing Innovation helps participants leverage marketing concepts and research to better influence the outcomes of new products and innovations. Participants learn how to evaluate market attractiveness, think about the design and management of distribution channels, and understand pricing architectures.
The first day of the course provides a strategic and practical approach to understanding consumer decision making, analyzing company strengths, and assessing the competition. This strategic approach is applied to real world examples to help technical executives learn to identify the right product for the right market opportunity. On the second day, the course turns to practical issues, including pricing architectures, building channel relationships and marketing communications decisions. Participants will learn the pros and cons of digital marketing and explore how to leverage new digital techniques to optimize marketing outcomes.

Key Benefits

Participants of this program will learn how and when to contribute to their organization?s marketing strategy. Technical executives and non-marketing managers will learn how to:

Develop a strategic framework for assessing market opportunities.

Anticipate and take advantage of surprising inconsistencies in the customer decision process.

Leverage pricing architectures best positioned to help capture value.

Choose the digital marketing channels best suited for their product and market.

Communicate more effectively with the marketing team.

Who Should Attend The Course?

Participants best suited for this course include senior engineering, R&D, product development, project management, IT, finance, and manufacturing professionals, representing a wide range of consumer and business-to-business industries. While the program is designed for technical executives who have less experience of marketing, marketing professionals may also find this session useful as a chance to discuss new marketing techniques and their application to innovation.